ROI, Conversions and You

Clients often talk about ROI and conversions. SEOs also talk about them to fetch projects and entice clients. But there is a difference between how the two groups look at ROI. For clients ROI means ‘dollar returns’, for SEO it means quality and volume of traffic. Some SEOs up sell themselves by promising ROI in ‘dollar returns’.

This post is basically for those SEOs. When you promise ‘dollar return’, you hold yourself accountable for client’s sales ability, which you should not. This is because conversions depends not only on your ability to promote the site well in search engines but also on market value, market share, market conditions, visitors trends and perceived value and brand image of the client and his products.

It also depends upon client’s offline business operations like after sales support, customer care, shipping services, payment modes and above all, on his ability to convert valid leads into sales. Unless and until you don’t have considerable amount of control on both online and offline operations (or better say business partnership), promising ROI in ‘dollar returns’ could be deadly for your reputation and business.